AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers

ISBN-13: 9781118732731 / Angielski / Twarda / 2013 / 288 str.

Jeffrey K Rohrs

Opis

Proprietary audience development is now a core marketing responsibility. Every company needs audiences to survive. They are where you find new customers and develop more profitable relationships. And yet, most companies today treat their email, mobile, and social media audiences like afterthoughts instead of the corporate assets they are. With AUDIENCE, Jeff Rohrs seeks to change this dynamic through adoption of The Audience Imperative. This powerful mandate challenges all companies to use their paid, owned, and earned media to not only sell in the short-term but also increase the size, engagement, and value of their proprietary audiences over the long-term. As content marketing professionals have discovered, the days of -build it and they will come- are long gone. If you're looking for a way to gain a lasting advantage over your competition, look no further and start building your email, Facebook, Google, Instagram, mobile app, SMS, Twitter, website, and YouTube audiences to last.

Spis treści

Foreword Scott Dorsey ix

Introduction: Why AUDIENCE? 1

Part I: The Audience Imperative 5

Chapter 1 Audiences as Assets: Think Like The Boss 7

Chapter 2 The Audience Imperative: Our Hybrid Source of Business Energy 17

Chapter3 Your Proprietary Audiences: Seekers, Amplifi ers & Joiners 26

Chapter 4 The VIP Joiners: Subscribers, Fans & Followers 41

Chapter 5 Beyond Don Draper: Paid, Owned & Earned Media 56

Chapter 6 Increase What Matters: Size, Engagement & Value 70

Chapter 7 A Larger Font: Our Long–Term Responsibilities 91

Part II: The Audience Channels 101

Chapter 8 Website: Marketing s Magnetic Center 103

Chapter 9 Email: The Bedrock Audience 109

Chapter 10 Facebook: Making It Personal 114

Chapter 11 Twitter: Real–Time Characters 121

Chapter 12 Blogs: A Website by Another Name 127

Chapter 13 Mobile Apps: Audiences on the Go 133

Chapter 14 LinkedIn: The Professional Audience 139

Chapter 15 YouTube: Internet Built the Video Star 144

Chapter 16 Google+: The Great Unknown 149

Chapter 17 Pinterest: A Collection of Beautiful Followers 153

Chapter 18 SMS: Cutting through the Clutter 158

Chapter 19 Instagram: Moving Pictures 163

Chapter 20 Podcasts: Listen Carefully 168

Chapter 21 Other Audience Channels: More? You Want More?!? 172

Part III: The Audience Roadmap 177

Chapter 22 Map & Align: Strategy and Team 179

Chapter 23 Build & Engage: Audiences on Demand 200

Chapter 24 Serve, Honor, Deliver, Surprise & Delight: The Red Velvet Touch 228

Chapter 25 Test & Evolve: What Marketers Can Learn from 5,000 Years of Football 238

Conclusion 247

Notes 249

Acknowledgments 273

Index 275

O autorze

JEFFREY K. ROHRS is a recovering attorney, life–long Cleveland sports fan/victim, and pied piper of common–sense marketing advice. As VP of Marketing Insights for ExactTarget, a salesforce.com company, he co–created and produces the award–winning SUBSCRIBERS, FANS & FOLLOWERS Research Series the world′s first and longest–running examination of consumer relationships with brands through email, mobile, and social channels.

Blurb

"A highly practical book, Audience details the why–to and how–to of building your own brand′s ′proprietary audience′ of potential customers, supporters, fans, and advocates. Jeff Rohrs has written a succinct, to the point, and extremely useful book that should be on every marketer′s desk today."
Don Peppers and Martha Rogers, PhD, coauthors of Extreme Trust: Honesty as a Competitive Advantage

"This is a strategic book, a plea to recognize (before it′s too late) the value of earning audience engagement. In many ways, it′s the latest chapter following the line of thought I introduced in Permission Marketing."
Seth Godin, author

"During a time of unprecedented change, volatility, and innovation, marketers would do well to rethink their obsession with quantity (eyeballs, impressions, likes) and, instead, focus on quality (human beings, employees, customers). Audience reminds, challenges, and inspires us to prioritize, connect, and truly engage."
Joseph Jaffe, author of Flip the Funnel and Z.E.R.O.

"This is the book I′ve been waiting for because it ignites a conversation that businesses desperately need to have. To be a ′publisher′ in our social and digital world means that your audience matters more than ever and is the key to your success. An audience for your content is your biggest marketing asset, and Jeff′s book shows you not just why, but how to serve, honor, and delight the people in your audience first, and relentlessly."
Ann Handley, Chief Content Officer, MarketingProfs; coauthor of Content Rules

"Without attention and connection, you′ve got a big pile of nothing especially in social media and digital marketing. This book provides a unique and thorough analysis of the real motivations of the most important people to your company: your audience. Read it."
Jay Baer, New York Times best–selling author of Youtility: Why Smart Marketing Is About Help not Hype

"So many brands out there create content without a clear business goal. Jeff Rohrs has the answer: build loyal subscribers. This book will transform your content marketing strategy. Buy it, use it, and pass it on to your CMO."
Joe Pulizzi, founder, Content Marketing Institute; author of Epic Content Marketing